Malaysia is a developing nation of Southeast Asia. A few of their famous slogans reflect the diversity of its present ethnic groups in terms of language, customs and traditions inherited from past generations, ‘One Malaysia‘ and ‘Malaysia Truly Asia‘. Malaysia’s cultural fusion is the result of immigration, trade and cultural exchanges over many centuries with Arab nations, China, and India, where the arrival of the first foreigners brought along with them their wealth as well as their cultural heritage and religion. Presently, these ethnic groups still maintain their cultural traditions, but managed to come together to develop Malaysia’s unique and contemporary diverse heritage.

Safeguarding intangible cultural heritage has always been an important issue for the large majority of countries and their citizens, long before the 2003 Convention was adopted. However, this was not formally recognized internationally, and a cultural heritage protection paradigm that prioritized monumental and prestigious heritage over local and indigenous cultural forms dominated. The experience of countries that are party to the 2003 Convention clearly demonstrates that ICH in all its various and diverse forms is a rich social, economic, and even political resource for sustainable development.

Design intervention has been an established initiative of development projects initiated by governments and NGOs across the world as a means to enhance market reach and the livelihood of traditional craft communities. However, innumerable instances have been cited on the ethics of engagement where design development has ended by benefitting the interests of designers and commercial enterprises while craftspeople have continued to remain unnamed and unknown.

Edward Freeman defined a stakeholder as any group or individual who can affect or is affected by the achievement of an organization’s objectives. In business management literature, stakeholders are people or groups who have the power to directly affect an organization’s future. Others stress that it is necessary to consider a very broad range of individuals, groups, communities, and organizations, including the less powerful: the affected that can also affect, when taken into consideration. Thinking in terms of stakeholders and using mapping techniques, grids, and tools to identify relevant stakeholders have become crucial steps in strategic planning in the twenty-first century, not only in business contexts but also in culture management. In contexts of consensus building, the central process of safeguarding intangible cultural heritage, it is an important technique not only for bringing together as much potentially relevant information and experience as possible but also for trying to act in an ethical way and cultivate sustainable development.

The punnuk is a tugging ritual of the village folk from three communities in Hungduan, Ifugao in Northern Luzon, Philippines. It is performed at the confluence of Hapao River and a tributary as the final ritual after the rice harvest. Its consummation brings to a close an agricultural cycle and signals the beginning of a new one. \n\nThe punnuk is a ritual of pomp and revelry. Garbed in their predominantly red-col-ored attire of the Tuwali ethno-linguistic subgroup, the participants negotiate the terraced fields in a single file amidst lush greens under the blue skies. The tempo builds up as the participants reach the riverbank, each group positioned opposite the other. The excitement is sustained through the final tugging match, and the sinewy brawn of the participants is highlighted by the river’s rushing water.

Tugging rituals and games survived in Ukraine from different epochs, keeping a deep ethnological sense and didactic use. Through decades and centuries, tugging traditions, which later formed the basis of different sport competitions and educational exercises related to tugging, have been modified, reflecting changed environments and social demands. As a rule, they constituted an important part of rural street (open-air) life and entertainment as well as public festivals associated with calendar or religious holidays, like Kolodiy, Masliana, and Stritennia (Pancake Week, Shrovetide, and Candlemas Day, respec-tively) and Midsummer Day, Christmas, Easter holidays. A lot of popular customs from pre-Christian (pagan) times passed to the Christian holidays and have continued until now. Obviously, as a recognized researcher of folk life, V. Skurativsky, wrote, the ethnographic term “street” to mean the ancient traditional form of youth entertain-ment that originated from the places of young people’s meetings.

The 2018 inscriptions of intangible cultural heritage (ICH) on the UNESCO lists has raised again global attention to variations of Hindi-influenced masked dance in Southeast Asia, which retell the story of Rama, the god-reincarnated king who defeats the demon king Ravana.

The Heritage Foundation of Newfoundland and Labrador’s Intangible Cultural Strategy has four broad goals: documentation, that work of inventorying ICH; celebration, where we honor our tradition-bearers; transmission, where we ensure that skills are passed from person to person and community to community; and finally cultural industry, where we can build sustainable communities using Intangible Cultural Heritage as a tool.

When it comes to the preservation of intangible cultural heritage (ICH), threats that lead to the loss of the viability of one or another element of ICH are latently implied. From a social anthropological point of view, this is a question of the interaction between tradition and innovation: do new technologies always negatively affect traditional art? How does modern everyday life affect the sustainability of a traditional view of the world that underlies the identity of each element of ICH?\n

Intangible cultural heritage presents an important form of living cultural heritage. It covers fundamental, yet extremely vulnerable aspects of living culture and tradition embodied in the spiritual life, traditional knowledge, skills, and practices of communities. It presents one of the most vivid and colourful forms in which the world’s cultural diversity is expressed and preserved.

The life of the Bauls of Bangladesh revolves around body-centric ascetic practice termed sadhana. Bauls believe in the co-existence of every element of the endless Brahmanda, meaning universe in the human body. Thus, they make caring for the body their highest priority over anything else. They have created extensive verse about body-centric sadhana codes that they transmit through song. The verses or songs include descriptions of control over the consumption of daily necessaries, mainly food. And, they believe in the doctrine মানুষ যা খায়, সে তাই (a human is what he or she consumes). They also judge food as medicine, as the need to live a hale and hearty.

Afrikan combat arts and sciences are the very oldest in the world as Afrikan people are the first human beings in the world. According to Hamblin, “the oldest discovered cemetery in the Nile Valley at Jebel Sahaba in Nubia (northern Sudan)—broadly dated to roughly 12,000– 9000—provides the earliest evidence of tribal warfare, for roughly half of the 59 skeletons at site 117 had flint projectile points among the bones, probably indicating death in battle; some had evidence of multiple healed wounds, perhaps indicating repeated fighting” (2006, p. 32). This site has since been more accurately dated to between 13,140 and 14,340 years ago (Graham, 2016). At another massacre site at Nataruk in contemporary Kenya were found a mixture of people killed with blunt instruments, sharp pointed weapons, projectiles, and so on. According to Lahr , “Ten of the twelve articulated skeletons found at Nataruk show evidence of having died violently at the edge of a lagoon, into which some of the bodies fell. The remains from Nataruk are unique, preserved by the particular conditions of the lagoon with no evidence of deliberate burial” (2016, p. 2). Researchers at Nataruk also found: